We analyzed key user groups—including OEM professionals involved in product development, sourcing, procurement, and quality assurance, as well as MRO roles focused on maintenance and operations. By identifying their typical traits and informational needs, we defined the types of content they’d likely seek and how the client’s website could support them.

These insights allowed us to map a detailed customer journey that highlighted their motivations, triggers, common questions, pain points, and decision-making behaviors across different touchpoints of the experience.

We analyzed existing content and mapped customer journeys based on what was already live. This helped us assess the state of each section—identifying content gaps, areas for improvement, and elements that were already performing well.

From there, we moved into user flow mapping, aligning each audience type with potential questions or needs they might encounter throughout their journey.

We created a sitemap to explore UX enhancements by improving content accessibility, clarifying hierarchies and taxonomies, and defining categorization and routes that align with SEO best practices.

Considering the sitemap's main sections, sub-sections, and detail pages, a comprehensive content structure was defined. This included strategic cross-linking and an assessment of existing content to determine what could be retained, refined, or reorganized.